Get Social: @imothelabel
I.M.O is turning daydreams into a reality with its focus on staple items and only just launching mid-October, it’s the fresh breeze we (and our wardrobes) needed.
Make sure to get in quick though, cause these beauties are selling out in a flash.
Figure behind the scene.
Occupation: Fashion designer
How do you spend your spare time?
Pretty much cooking and drinking with my friends, although working three jobs and starting a label I don’t have much spare time right now.
You’ve recently just launched your own fashion label--that must be pretty exciting, huh?
I launched I.M.O just three weeks ago now, it’s super exciting; it’s really a dream come true but also really bewildering. I have no idea what I’m doing so every day is a new challenge at the moment.
What do you love about creating stuff?
To be honest the best part is just when people try my stuff on and say how good they feel! It’s also pretty cool being able to make yourself a new wardrobe every season.
How did you get to where you are now?
Finished high school, moved to London, came back to Sydney, started studying law (dropped out), moved back to London, and then woke up one morning and I was like hey I want to study fashion design so I enrolled at The Fashion Design Studio in Sydney! Finished my degree there, got a few internships under my belt and then I.M.O came about!
What were your intentions in creating I.M.O?
You know how you have those few pieces in your wardrobe you wear every day, rain, hail, or shine? I wanted to create a whole collection based on those pieces, that everyone could afford. I have taste and my friends have taste and we all want to buy clothes at a price point that we're comfortable with.
Essentially I.M.O is a label that delivers a collection of wardrobe essentials,born because I wanted to create everyday clothes for everyday girls. By creating pieces rather than collections, I.M.O aims to provide those easy to wear everyday items I felt were missing from our wardrobes and put them into yours. Easy peasy.
Where did the brand name derive from?
My nickname, Imo.
Who, what, or where do you draw inspiration from?
My friends, people around me, and vintage clothing. This collection's inspiration is an accumulation of all my friends and what we want to wear: relaxed, comfortable, and sometimes sexy.
Have you always dreamed of your own label, or was this more of a spontaneous creation?
So so spontaneous! I was looking at entry level jobs with very little pay and a massive commute and I thought, “Fuck it! I may as well give it a go.” That was in April.
Are you working on anything that we can expect to see in the near future?
I’ve got some really exciting collaborations coming up soon, which I’m not going to give too much away on. Aside from that we’re putting new things up on the site every month so there’s always exciting things around the corner!
*See below for a 'lil BTS of a recent shoot.
Quick fire round of Q’s.
Muse: My mother.
Motivation: Happiness (and some money).
Staple item: Black leather jacket.
Plain or pattern? Plain.
Favourite fashion decade: The ‘90s.
One thing you can’t live without? Blueberries.
What’s the best bargain you’ve ever got? The most amazing embroidered leather jacket for $20 in India; I literally smile every time I look at it.
What is the most precious thing in your wardrobe? A pink Gucci Bomber.
How long does it take you to decide what to wear? About 30 seconds now that I have IMO!
What’s the biggest shopping mistake you’ve ever made? Always getting a bit too excited and buying the most out-there things whilst overseas then coming home and having nowhere to wear them…
*See below for a sneak peak of where the magic happens and the women herself behind the scenes.
Hint: Don’t miss out, you can catch this sparkly soul and her fine and dandy goods at the following markets: